Delivering a consumer campaign to change the way a whole town uses water
Services
Brand strategy
Comms strategy
Positioning, narrative and messaging
Content creation
Creative campaigns
Challenge
Anglian Water set an ambitious agenda: to use several towns in their catchment to run behaviour change experiments, encouraging water saving behaviours, in order to prepare for a future where water scarcity in the region will be a real issue.
We were challenged to design and deliver a behaviour change campaign in Newmarket, to encourage people in the town to save water.
Solution
After a series of focus groups, we understood that water saving behaviour could be encouraged if we connected water saving with money saving. By doing so, providing an incentive that’s tangible and attractive, and telling a story that’s empowering rather than limiting.
Turning this insight into a creative idea we developed ‘The Smarter Drop’. The campaign used owned and paid channels to link specific water saving actions to equivalent money savings through high-level messaging and practical day-to-today tips.
We made sure to keep the behaviour change actions simple, fun, colloquial and memorable; always heroing the money saving co-benefit.
In total we we able to reduce water usage in Newmarket by 9%, representing tens of millions of litres of water. A review of the project revealed 7 in 10 people maintained their new behaviours learned because of the campaign.
We deployed behaviour change nudges across Newmarket to reach our main audiences. From emails to bus stops, social media, and Newmarket's main street, we got folks saving water and cash.
Our most iconic activation was the pop-up shop on Newmarket’s high street. Serving as a physical location for people to get information and inspiration to reduce their water usage.
AGENCY: GIVEN
© Tom Goddard 2024